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Territory Deep Dive "From Brick to Business"

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Territory Deep Dive "From Brick to Business" M.Ali Jehangir Pharm.D. & MBA Email: phr_ali91@hotmail.com
phr_ali91@hotmail.com Sales Approach Ach% Growth %, Share % Per capita : National /Zonal vs Individual IAM / Sales Analyzer (SA) Total Bricks Champion Bricks Market Share loss less Market Share than Zone or National PLD- Pharmacy level Data Px Coverage, Channel wise Sales Champion Bricks Chemist (Monthly trend) Feedback of Rx and Track Doctor Based on Rx Doctor Profile KOL/EOL/KBL & Mass (GP, Phy, RMO, Reg, MO) Potential in terms of patients (Specialty) Prescriber or Purchaser No of Sitting Clinics vs Institutes Internal Sales ❖ Non-Prescriber : 0 Rx/Week ❖ Irregular Prescriber : 2-3 Rx/week ❖ Frequent Prescriber : 5-10 Rx/Week ❖ Brand of choice : >2-3 Rx/Day
phr_ali91@hotmail.com IQVIA DATA Structure National Level Zone Region Territory Brick 2,748 Pharmacy 65000+ Rx Data 540 HCPs As defined by the company/client IMS Plus Constant by IQVIA Derived Market SA PLD MIP • IMS Plus or PKPI • SA= Sales Analyzer • PLD = Pharmacy Level Data • MIP= Medical Index of Pakistan Internal Sales • Distributor Sales (Retail & Wholesale) • Internal own brick (Mapped with MIE) • Pharmacies When a distributor invoices the same product to a retailer, the transaction is known as Secondary Sales Target Indication Targeted Customer specialty Customer Yield Retail Bricks = 2466 Wholesale Bricks = 282
phr_ali91@hotmail.com Real-World Application • Disease: Hypertension • Market : C09D • Molecule : Amlodipine + Valsartan • Product : Product H • Region: Lahore • MIE: MIE 1 Note : The figures are simulated for training purposes and do not reflect real sales data
phr_ali91@hotmail.com Internal Sales KPIs • Ach % → Achievement % vs target • Mature Product (Retail vs Wholesale) • New Products Sales per Capita : National /Zonal vs Individual • RUN Rate • Growth 1. GOLM 2. GOLQ (Growth over last Quarter) / QOQ (Quarter Over Quarter). 3. SPLY ( Same Period Last Year) is more point-in-time (e.g., YTD June 24 vs. YTD June 25 , or Q2 24 vs. Q2 25 or June 24 vs June 25) 1. GOLY YTD ( Growth over last year) 2. GOLY Monthly / GOSM ( Growth over same month over last year) 3. GOLY Quarter / GOSQ ( Growth over same quarter over last year) 4. YOY (Year Over Year) Mostly 12 months • Sales at different level • Distributor wise • Month wise • Zone, Region, MIE wise • Week wise • Day by Day wise • Chemist wise • Day by Day chemist wise • MIE share in Region and in Zone • MIE Share vs MIE Territory Potential (SA Potential , PLD Chemist Data (Count & Share) and No. of Drs) • Chemist Data • Chemist Count • Unique Chemist • Repeated Chemist • Loss of Chemist • Pocket Sales: >20 packs (especially critical in new products)
phr_ali91@hotmail.com Internal – Sales Data MIE BRAND S.M Base R.M/F.M Base Year Month Total Sum of Actual Total Sum of Target Ach% GOLM GOLQ GOLY June 25 YTD GOSM GOSQ Product H EAST LAHORE-1 2024-01 Jan 435 530 82.08 Product H EAST LAHORE-1 2024-02 Feb 345 530 65.09 -21% Product H EAST LAHORE-1 2024-03 Mar 260 560 46.43 -25% Product H EAST LAHORE-1 2024-04 Apr 386 530 72.83 48% Product H EAST LAHORE-1 2024-05 May 510 549 92.90 32% Product H EAST LAHORE-1 2024-06 Jun 433 580 74.66 -15% 28% Product H EAST LAHORE-1 2024-07 Jul 450 538 83.64 4% Product H EAST LAHORE-1 2024-08 Aug 343 534 64.23 -24% Product H EAST LAHORE-1 2024-09 Sep 300 528 56.82 -13% -18% Product H EAST LAHORE-1 2024-10 Oct 282 463 60.91 -6% Product H EAST LAHORE-1 2024-11 Nov 255 470 54.26 -10% Product H EAST LAHORE-1 2024-12 Dec 421 415 101.45 65% -12% Product H EAST LAHORE-1 2025-01 Jan 490 550 89.09 16% 13% Product H EAST LAHORE-1 2025-02 Feb 314 570 55.09 -36% -9% Product H EAST LAHORE-1 2025-03 Mar 328 592 55.41 4% 18% 26% 9% Product H EAST LAHORE-1 2025-04 Apr 386 622 62.06 18% 0% Product H EAST LAHORE-1 2025-05 May 383 652 58.74 -1% -25% Product H EAST LAHORE-1 2025-06 Jun 337 682 49.41 -12% -2% -6% -22% -17% Product H EAST LAHORE-1 Total YTD (Jan-Jun 25) 2,238 3,668 61%
phr_ali91@hotmail.com Findings (Data Evidence) Suggested Problems • Overdependence on a few “pockets” → temporary spikes but sharp drops after activity. • Stock push to meet targets without prescription-backed demand. • Lack of broad-based growth → natural demand missing. • Uncompliant practices: over-invoicing to select chemists. • End-of-quarter spikes indicate artificial sales. • Sustainability issue: short-term gains not translating into long-term performance. Action Recommendations • Map doctor/pocket contribution → if 70%+ sales come from few doctors, flag dependency risk. • Broaden base by engaging mid-tier doctors and additional pharmacies. • Track Rx audit vs. sales trend → sales growth must align with prescription and chemist count. • Ensure sustainability → post-activity sales should retain ≥70% of peak month. • Strengthen compliance checks with distributors/pharmacies to prevent manipulative practices.
phr_ali91@hotmail.com Internal Sales – Sales Data MIE
phr_ali91@hotmail.com Internal - Chemist Count MIE
phr_ali91@hotmail.com Findings (Data Evidence) 1. Daily Sales Trend (June) • Sales are highly irregular, with big spikes on a few days (3rd, 10th, 17th, 24th). • Many days show near-zero sales, meaning sales are pocket/activity driven instead of natural demand flow. • Example: 68.6 units on June 17 vs 0.4 units on June 12 → shows dependency on concentrated pushes. • Risk: This pattern signals compliance concerns (bulk sales in short bursts rather than steady demand). 2. Chemist Count Trend (2024 vs 2025) • 2025 (blue line): Chemist count is higher but still fluctuates (between 46–67). • 2024 (orange line): Lower and steadily declining in mid-year, with recovery only in Q4. • Insight: While customer numbers improved in 2025, the sales irregularity shows that chemist are not buying consistently. Engagement is there but not translating into sustainable prescriptions.
phr_ali91@hotmail.com Internal – Top 20 Chemist Data Sales MIE Chemist Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Jan Feb Mar Apr May Jun Jul Total DR.SHAHZAD HANIF C/O RANDHAWA-035639-F. PUR RD FAZLIA CLY-LHR 100 100 100 100 50 50 500 100 100 600 DR.YASIR DASTGIR-014797-BIBI PAK DAMAN / GHARI SHAHU - 100 120 200 160 580 580 CLINIX CENTRAL WAREHOUSE (4 FR-008031-CLINIX - MULTAN ROAD - LHR 55.8 66 65.4 87 64.92 76.2 72.12487.44487.44 Shahbaz Medical Store-001759-PHOOL NAGAR [] 15 15 20 20 10 20 20 14 20 12 22 8 196 73 28 26 33 26 21 20 227 423 MOH-UD-DIN PHARMACY-001882-PHOOL NAGAR [] 16 20 30 10 25 10 20 10 141 70 15 30 5 10 5 10 145 286 GREEN PLUS PHARMACIE-010041-JAIL RD PIC HOSP - LHR [] 9 52 1 51 3 50 166 8 13 3 24 190 SAJJAD PHARMACY-001912-PHOOL NAGAR [] 6 2 4 4 33 3 52 100 6 10 10 10 136 188 DOCTOR S PHARMACIA-013062-FATIMA MEMORIAL HOSPITAL - SHA 101 2 1 2 2 108 2 2 2 6 114 NEW MAHMOOD PHARMACYCENTERALI-018472-NM PHARMACY-LHR[] 12.75 17.75 10 22.75 16 17.25 16.25112.75112.75 USAMA DRUG STORE-000663-MANGA MANDI[41821] 6 6 8 3 12 10 8 12 10 75 2 4 10 10 9 35 110 MUHAMMAD ARSHAD PHARMACY-002844-PHOOL NAGAR [] 5 11 6 6 11 3 6 4 5 57 9 8 6 3 14 3 43 100 WAQAS PHARMACY-003042-PHOOL NAGAR [] 4 5 12 5 6 3 10 7 7 6 65 4 4 5 3 3 11 5 35 100 AZHAR PHARMACY-002859-PHOOLNAGAR [] 3 3 2 2 4 6 5 8 6 6 5 11 61 5 8 5 8 3 6 35 96 BUKHARIPHARMACY-002806-PHOOL NAGAR [] 5 3 6 10 3 3 3 6 4 4 47 6 7 8 7 8 2 38 85 JAHANGIR PHARMACY PLUS-001619-MANGA MANDI [] 2 1 4 3 2 7 2 1 3 2 2 29 1 10 5 10 20 46 75 KARMAWALA MEDEX PHARMACY-001929-PHOOL NAGAR [] 4 1 6 4 3 3 7 5 5 3 4 45 5 3 2 2 8 4 24 69 IMTIAZ PHARMACY - IMTIAZ - SMC-036396-GULBERG - MAIN MARKET - LHR [ 6 15 -5 20 36 15 15 30 66 ASHRAF PHARMACY-002334-PHOOLNAGAR [] 3 3 1 4 2 2 1 3 4 8 31 6 4 2 12 2 5 2 33 64 GREEN PLUS PHARMACIE-010927-BIBI PAKDAMAN / GHARI SHAHU - 2 2 3 3 12 6 15 3 2 48 1 2 7 10 58 ZAMAN MEDICAL STORE-001107-PHOOL NAGAR [] 9 2 1 6 5 1 7 10 41 2 6 5 3 1 17 58
phr_ali91@hotmail.com Findings (Data Evidence)-Chemist wise Sales • Total Chemists (1.5 years): 178 • Unique Chemists (till date): 178 (no repeat base expansion beyond this pool) • May → June Transition: 40 chemists repeated (stable base) • 27 new chemists added (expansion effort) • 21 old chemists lost (leakage of existing base) • This shows the MIE is continuously opening new outlets but struggling to retain old ones — customer stickiness is weak. • Pocket Sales Visibility (Greater than 20 packs)
phr_ali91@hotmail.com Sales Analyzer KPIs • Sales Analyzer creates a custom market view by focusing on the top 20% competitors that drive 80% of sales (Pareto principle). It enables you to track performance, monitor competitor moves, and measure campaign impact with sharper, more targeted strategies • Tracking brick, territory, region, or zone performance against targeted competitors. • Quick identification of areas where we win or lose against specific brands • Used for planning doctor calls, pharmacy visits, and marketing activities while optimizing resources in high- impact territories • Prevents resource wastage on low-potential areas. • SA KPIs • Total Bricks • Champion Bricks analysis • Unit • Growth (at same geographical level) • Share (loss or gain) at Horizontal & Vertical level
phr_ali91@hotmail.com SA at Region level SA - YTD MAT 2025-APR NUMBER OF BRICKS - SUMMARY AMLO-VAL COMB MKT Product H MIE ID ZONE REGION TERRITORY Total Champion MS+ MS- Units GR% Units GR% MS% MS% LY MS+ - Remarks 5 - Records Selected 84 40 15 25 22,057,222 4.5 725,906 31.9 3.3 2.6 0.7Aggressive(Gained MS) 1,328,224 5.1 20,822 -7.3 1.6 1.8 -0.2Defensive(Lost MS) 7100805 EAST LHR-1 MIE 1 14 8 3 5 189,386 -6.2 3,542 -24.4 1.9 2.3 -0.5 Weak-Defensive (Lost MS) 7100901 EAST LHR-1 MIE 2 25 7 2 5 189,374 6.5 6,410 -12.1 3.4 4.1 -0.7 Strong-Defensive (Lost MS) 3000254 EAST LHR-1 MIE 3 7 6 2 4 328,366 17.7 1,683 -19.0 0.5 0.7 -0.2 Weak-Defensive (Lost MS) 3000255 EAST LHR-1 MIE 4 30 12 5 7 279,772 44.0 5,970 24.5 2.1 2.5 -0.3 Weak-Defensive (Lost MS) 7100906 EAST LHR-1 MIE 5 8 7 3 4 341,326 -17.0 3,217 -10.8 0.9 0.9 0.1 Weak-Aggressive (Gained MS) Competition 2 Competition 3 Competition 4 Units GR% MS% MS% LY MS+ - Remarks Units GR% MS% MS% LY MS+ - Remarks Units GR% MS% MS% LY MS+ - Remarks 3,681,958 21.6 16.7 14.3 2.3Aggressive(Gained MS) 2,227,366 -1.0 10.1 10.7 -0.6Defensive(Lost MS) 2,248,620 12.1 10.2 9.5 0.7Aggressive(Gained MS) 99,220 14.5 7.5 6.9 0.6Aggressive(Gained MS) 167,618 10.5 12.6 12.0 0.6Aggressive(Gained MS) 100,693 9.6 7.6 7.3 0.3Aggressive(Gained MS) 14,787 30.0 7.8 5.6 2.2 Weak-Aggressive (Gained MS) 24,123 -0.2 12.7 12.0 0.8 Strong-Aggressive (Gained MS) 12,963 4.4 6.8 6.1 0.7 Weak-Aggressive (Gained MS) 14,723 14.0 7.8 7.3 0.5 Weak-Aggressive (Gained MS) 26,283 12.1 13.9 13.2 0.7 Strong-Aggressive (Gained MS) 17,181 -7.5 9.1 10.4 -1.4 Weak-Defensive (Lost MS) 28,368 21.8 8.6 8.3 0.3 Weak-Aggressive (Gained MS) 50,830 12.3 15.5 16.2 -0.7 Strong-Defensive (Lost MS) 33,173 18.2 10.1 10.1 0.0 Weak-Aggressive (Gained MS) 14,199 6.7 5.1 6.9 -1.8 Weak-Defensive (Lost MS) 22,857 18.0 8.2 10.0 -1.8 Weak-Defensive (Lost MS) 17,208 31.2 6.2 6.7 -0.6 Weak-Defensive (Lost MS) 27,143 5.2 8.0 6.3 1.7 Weak-Aggressive (Gained MS) 43,525 10.3 12.8 9.6 3.2 Strong-Aggressive (Gained MS) 20,168 2.1 5.9 4.8 1.1 Weak-Aggressive (Gained MS)
phr_ali91@hotmail.com SA at MIE level BRICKs SUMMARY MAT BASIS UNITS SA - YTD MAT 2025-APR AMLO-VAL COMB MKT Product H MIE ID ZONE REGION TERRITORY IMS BRICKS FLAG POTENTI AL Units GR% Units GR% MS% MS% LY MS+ - 14 - Bricks Selected NATIONAL LEVEL 22,057,222 4.5 725,906 31.9 3.3 2.6 0.7 SELECTED TOTAL 189,386 -6.2 3,542 -24.4 1.9 2.3 -0.5 7100805 EAST LHR-1 MIE 1 4131 JAIL ROAD R HIGH 38,048 40.8 1,032 -56.6 2.7 8.8 -6.1 7100805 EAST LHR-1 MIE 1 4127 GULBERG R HIGH 37,043 11.3 234 151.6 0.6 0.3 0.4 7100805 EAST LHR-1 MIE 1 4123 GHARI SHAHU R HIGH 26,779 -8.4 580 59.8 2.2 1.2 0.9 7100805 EAST LHR-1 MIE 1 4328 PHOOL NAGAR R HIGH 26,432 -53.3 1,215 20.5 4.6 1.8 2.8 7100805 EAST LHR-1 MIE 1 4337 MANGA MANDI R HIGH 14,727 30.0 221 -37.0 1.5 3.1 -1.6 7100805 EAST LHR-1 MIE 1 4117 DHARAMPURA R HIGH 13,159 6.1 148 -29.5 1.1 1.7 -0.6 7100805 EAST LHR-1 MIE 1 4555 SERVICES/PIC/MENTAL HOSPITAL-VICINITY R HIGH 12,261 9.0 41 0.0 0.3 0.4 0.0 7100805 EAST LHR-1 MIE 1 4180 SHADMAN R HIGH 9,984 -16.5 18 -91.4 0.2 1.8 -1.6 7100805 EAST LHR-1 MIE 1 4568 CANTT CAVALLERY GROUND R LOW 4,507 36.3 24 200.0 0.5 0.2 0.3 7100805 EAST LHR-1 MIE 1 4582 MACCA COLONY GULBERG R LOW 2,459 12.2 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 MIE 1 4196 FATIMA MEMORIAL HOSPITAL - LAH R LOW 2,329 56.7 2 -60.0 0.1 0.3 -0.3 7100805 EAST LHR-1 MIE 1 4567 ZAFAR ALI ROAD R LOW 1,299 -6.3 27 50.0 2.1 1.3 0.8 7100805 EAST LHR-1 MIE 1 4559 BIBI PAK DAMAN R LOW 329 -18.6 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 MIE 1 4178 SERVICES HOSPITAL AREA R LOW 30 2,900.0 0.0 0.0 0.0 0.0
phr_ali91@hotmail.com SA Competition at MIE Level Competition 2 Competition 3 Competition 4 Market Leader Competition 1 Units GR% MS% MS% LY MS+ - Units GR% MS% MS% LY MS+ - Units GR% MS% MS% LY MS+ - Units GR% MS% MS% LY MS+ - 3,681,958 21.6 16.7 14.3 2.3 2,227,366 -1.0 10.1 10.7 -0.6 2,248,620 12.1 10.2 9.5 0.7 9,460,694 -2.8 42.9 46.1 -3.2 14,787 30.0 7.8 5.6 2.2 24,123 -0.2 12.7 12.0 0.8 12,963 4.4 6.8 6.1 0.7 108,061 -10.1 57.1 59.5 -2.5 2,159 -9.4 5.7 8.8 -3.1 4,019 -5.2 10.6 15.7 -5.1 3,140 36.7 8.3 8.5 -0.2 21,666 138.2 56.9 33.7 23.3 2,902 46.2 7.8 6.0 1.9 4,311 2.6 11.6 12.6 -1.0 2,519 -30.1 6.8 10.8 -4.0 21,914 13.1 59.2 58.2 0.9 5,155 42.0 19.3 12.4 6.8 6,506 7.3 24.3 20.7 3.6 2,779 -9.2 10.4 10.5 -0.1 8,955 -34.1 33.4 46.5 -13.0 468 9.9 1.8 0.8 1.0 1,118 -2.5 4.2 2.0 2.2 412 6.2 1.6 0.7 0.9 18,965 -61.4 71.8 86.7 -15.0 438 10.1 3.0 3.5 -0.5 740 21.1 5.0 5.4 -0.4 302 -10.4 2.1 3.0 -0.9 10,673 54.5 72.5 61.0 11.5 1,451 65.5 11.0 7.1 4.0 1,609 -8.6 12.2 14.2 -2.0 2,534 45.3 19.3 14.1 5.2 6,625 -3.7 50.3 55.5 -5.1 874 13.5 7.1 6.8 0.3 1,981 1.0 16.2 17.4 -1.3 364 14.5 3.0 2.8 0.1 7,255 18.6 59.2 54.4 4.8 833 38.1 8.3 5.0 3.3 1,977 -5.8 19.8 17.5 2.3 348 32.3 3.5 2.2 1.3 5,651 38.6 56.6 34.1 22.5 244 22.6 5.4 6.0 -0.6 838 1.3 18.6 25.0 -6.4 337 99.4 7.5 5.1 2.4 2,450 42.9 54.4 51.9 2.5 136 91.5 5.5 3.2 2.3 377 -8.3 15.3 18.8 -3.4 59 -41.6 2.4 4.6 -2.2 1,615 9.9 65.7 67.0 -1.4 127 323.3 5.5 2.0 3.4 351 0.0 15.1 23.6 -8.5 63 61.5 2.7 2.6 0.1 1,388 38.4 59.6 67.5 -7.9 0.0 0.0 0.1 -0.1 296 -41.7 22.8 36.7 -13.9 75 4.2 5.8 5.2 0.6 678 17.3 52.2 41.7 10.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 31 14.8 9.4 6.7 2.7 226 -30.5 68.7 80.4 -11.8 0.0 0.0 0.0 0.0 0.0 0.0 100.0 - 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
phr_ali91@hotmail.com Findings (Data Evidence) • To analyze this, we reviewed how the MIE is performing within the region using SA data. • At the MIE level, the market showed negative growth primarily because the market leader declined, which pulled down overall performance. This is why the MIE perceives the market as negative, showing a -6.2% decline. • However, when we drilled down to the brick level for that particular MIE in Amlodipine + Valsartan market, we found 14 bricks in total. Out of these, only 5 showed negative growth, while the rest were positive. • Notably, the highest-potential brick, Jail Road, recorded 40% growth, highlighting a strong opportunity. • This analysis identifies Jail Road as a key opportunity area with 40% growth potential. The next step is to further evaluate this brick using PLD data.
phr_ali91@hotmail.com Pharmacy Level Data KPIs • Use SA to identify high-potential bricks and select key chemists within them from PLD. During pharmacy visits, inquire about the main prescribers driving sales in the specific molecule to identify new potential doctors for targeted engagement. • Sort sales flag-wise to assess whether growth originates from retail, doctor-based outlets, chain pharmacies (general sales), or hospitals and their vicinities • Market at TC3–TC4 level compared with own brand performance, with no direct competition • PLD KPIs • Channels / Flags (7 Flags) • Contribution or Share Flag/Channels wise • Champion Bricks Chemist • Pharmacy Coverage • Opportunity • No of Chemist where sales is zero • No of Chemist where growth is negative • Pharmacy feedback of Dr Rx Channel Wise Segments • R: Retail • W: Wholesale • H: Hospital • V: Vicinity • D: Doctors • C: Chain • E: Electronic
phr_ali91@hotmail.com PLD at Champion Brick Level –Jail Road BRICK FLAG Universe OUTLET Marekt Units % Share # of Px Market % Px CVGE Product H Units % Share of Product H # of Px Outlet % Px CVGE 4131 - JAIL ROAD C 1 13,263 20.14% 1 100% 244 1.84% 1 100% 4131 - JAIL ROAD D 1 4,718 7.16% 1 100% 2 0.04% 1 100% 4131 - JAIL ROAD H 8 13,196 20.03% 7 88% 39 0.30% 4 50% 4131 - JAIL ROAD R 15 33,691 51.15% 14 93% 747 2.22% 5 33% 4131 - JAIL ROAD V 1 1,001 1.52% 1 100% 0.00% 0% 4131 - JAIL ROAD Total 26 65,869 21.65% 24 92% 1,032 1.57% 11 42%
phr_ali91@hotmail.com PLD Jail Road PLD - Pharmacy Level Data Outlet Level Analysis - Units & Value - MAT- MTH - Apr-2025 C09D3 - AT2 ANTG COMB CALC ANTAG Product H MIE ID ZONE REGI ON TERRITORY BRICK FLA G OUTLET UNITS Gr% UNITS Gr% MS% MS% (LY) MS DIF NATIONAL Total number of Pharmacies - 63422 36,579,50 0 8.9 725,922 31.9 2.0 1.6 0.3 SELECTED TOTAL Total number of Selected Pharmacies - 24 65,869 23.9 1,032 -56.6 1.6 4.5 -2.9 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R NEW MEHMOOD PHARMACY/OPP: SERVICES HOSPITAL JAIL ROAD SHADMAN/LAHORE/LAHORE [136680] 22,687 101.0 705 4.8 3.1 6.0 -2.9 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD C GREEN PLUS PHARMACY/ZAFAR ALI ROAD GULBERG JAIL ROAD/LAHORE/LAHORE [151668] 13,263 -11.7 244 -84.9 1.8 10.8 -8.9 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD D DOCTOR - JAIL ROAD LAHORE [123269] 4,718 17.7 2 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H CARDIAC CARE & CARDEX HOSP [507391] 3,794 -0.6 20 -76.2 0.5 2.2 -1.7 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H RAZA MEDICAL COMPLEX & PHARMACY [511250] 3,769 -15.7 10 0.0 0.3 0.0 0.3 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H DIABETIC INSTITUTE [511173] 2,980 -53.0 8 0.0 0.3 0.0 0.3 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R CHUGHTAI M.S/10 JAIL ROAD/LAHORE/LAHORE [187447] 1,926 429.1 18 1700.0 0.9 0.3 0.7 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R DIP M.S/JAIL ROAD/LAHORE [048105] 3,032 316.5 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R NEW RANA PHARMACY/MEHMOOD PLAZA JAIL ROAD/LAHORE/LAHORE [212180] 1,985 169.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H UMAR HOSPITAL [503418] 1,000 22.0 1 0.0 0.1 0.0 0.1 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD V USMAN BROS.MEDICAL STORE/OPP:SEVICES HOSPITAL JAIL ROAD/LAHORE/LAHORE [032138] 1,001 20.3 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R NEW PAK M.S/JAIL ROAD/LAHORE [111281] 1,056 -2.5 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H AMMAR MEDICAL COMPLEX [500425] 926 37.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R SERVMED PHARMACY/MAIN GULBERG INSIDE PUNJAB MED CENTRE/LAHORE/LAHORE [036400] 589 507.2 1 0.0 0.2 0.0 0.2 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R AKRAM BROTHER M.S/JAIL ROAD OPP: SERVICE HOSPITAL/LAHORE/LAHORE [111282] 858 6.8 20 0.0 2.3 0.0 2.3 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H MID CITY HOSPITAL [512675] 707 204.7 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R BILAL & CO. PHARMACY/S-77 R-71 JAIL ROAD/LAHORE/LAHORE [176392] 602 60.1 3 -25.0 0.5 1.1 -0.6 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R K RAZA PHARMACY/G-2-2-A SHADMAN COLONY 11 JAIL ROAD/LAHORE/LAHORE [044513] 402 -13.9 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R M & M ENTERPRISES/15-B SHADMAN 11 O.M.C JAIL ROAD/LAHORE/LAHORE [161583] 272 -1.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R METRO PHARMACY/SHOP NO.1 A BUILD. NUMBER 73 TAJ ARCADE JAIL ROAD/LAHORE/LAHORE [197527] 89 34.8 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R ANAM M.S/JAIL ROAD/RACE COURSE/LAHORE [019244] 91 911.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R THE LIFE CARE/FLATE NO. 1 JAIL ROAD/LAHORE/LAHORE [165082] 78 -29.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R ONCOMED PHARMACY/CHOHAN TOWER 16 SHADMAN JAIL ROAD/LAHORE/LAHORE [210271] 24 0.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H AKRAM MEDICAL COMPLEX [500424] 20 0.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H LIVER CLINIC [508032] - -100.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R TRI-STAR PHARMACY/MEHMOOD PLAZA 2-A JAIL ROAD NEAR PUNJAB CARDIOLOGY/LAHORE/LAHORE [194303] - -100.0 - 0.0 0.0 0.0 0.0
phr_ali91@hotmail.com PLD - Pharmacy Level Data LODOPIN-V Outlet Level Analysis - Units & Value - MAT- MTH - Apr-2025 C09D3 - AT2 ANTG COMB CALC ANTAG Product H MIE ID ZONE REGION TERRITORY BRICK FLAG OUTLET Pot. UNITS Gr% UNITS Gr% MS% MS% (LY) MS DIF REMARKS No. Of Px. NATIONAL Total number of Pharmacies - 63422 36,579,5 00 8.9 725,922 31.9 2.0 1.6 0.3 AGGRESSIVE SELECTED TOTAL Total number of Selected Pharmacies - 14 33,691 99.5 747 10.2 2.2 4.0 -1.8 DEFENSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R NEW MEHMOOD PHARMACY/OPP: SERVICES HOSPITAL JAIL ROAD SHADMAN/LAHORE/LAHORE [136680] D01 22,687 101.0 705 4.8 3.1 6.0 -2.9 STRONG - DEFENSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R CHUGHTAI M.S/10 JAIL ROAD/LAHORE/LAHORE [187447] D08 1,926 429.1 18 1700.0 0.9 0.3 0.7 WEAK - AGGRESSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R DIP M.S/JAIL ROAD/LAHORE [048105] D07 3,032 316.5 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R NEW RANA PHARMACY/MEHMOOD PLAZA JAIL ROAD/LAHORE/LAHORE [212180] D10 1,985 169.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R NEW PAK M.S/JAIL ROAD/LAHORE [111281] D07 1,056 -2.5 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R SERVMED PHARMACY/MAIN GULBERG INSIDE PUNJAB MED CENTRE/LAHORE/LAHORE [036400] D08 589 507.2 1 0.0 0.2 0.0 0.2 WEAK - DEFENSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R AKRAM BROTHER M.S/JAIL ROAD OPP: SERVICE HOSPITAL/LAHORE/LAHORE [111282] D06 858 6.8 20 0.0 2.3 0.0 2.3 STRONG - DEFENSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R BILAL & CO. PHARMACY/S-77 R-71 JAIL ROAD/LAHORE/LAHORE [176392] D09 602 60.1 3 -25.0 0.5 1.1 -0.6 WEAK - DEFENSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R K RAZA PHARMACY/G-2-2-A SHADMAN COLONY 11 JAIL ROAD/LAHORE/LAHORE [044513] D10 402 -13.9 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R M & M ENTERPRISES/15-B SHADMAN 11 O.M.C JAIL ROAD/LAHORE/LAHORE [161583] D07 272 -1.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R METRO PHARMACY/SHOP NO.1 A BUILD. NUMBER 73 TAJ ARCADE JAIL ROAD/LAHORE/LAHORE [197527] D10 89 34.8 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R ANAM M.S/JAIL ROAD/RACE COURSE/LAHORE [019244] D10 91 911.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R THE LIFE CARE/FLATE NO. 1 JAIL ROAD/LAHORE/LAHORE [165082] D10 78 -29.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R ONCOMED PHARMACY/CHOHAN TOWER 16 SHADMAN JAIL ROAD/LAHORE/LAHORE [210271] D10 24 0.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R TRI-STAR PHARMACY/MEHMOOD PLAZA 2-A JAIL ROAD NEAR PUNJAB CARDIOLOGY/LAHORE/LAHORE [194303] D08 - -100.0 - 0.0 0.0 0.0 0.0 PLD Jail Road – Retail Channel Only
phr_ali91@hotmail.com Findings (Data Evidence) • On Jail Road, there are a total of 24 pharmacies, and our brand is available in 11 of them. • When we analyzed the Jail Road brick through PLD data, we found that the retail channel contributes 51%, where our brand holds only a 2.2% unit-wise share at the retail level. Within this retail channel, there are 14 pharmacies, but our brand is available in only 5. • This presents a clear opportunity: by expanding availability from 5 to all 14 retail pharmacies, we can capture additional demand and identify which doctors’ prescriptions are driving sales. The 9 pharmacies where we are not present represent untapped potential. • In addition, within the 5 pharmacies where we are already available, we have lost share in 2. The next step is to investigate which doctors’ prescriptions have slowed down in those outlets. • For further growth, we should focus on the top 3 pharmacies (out of the 9 where we are not yet available), identify the key prescribing doctors by taking chemist feedback, and build an engagement plan around them. • This approach will allow us to regain lost share and unlock the full growth potential of the high-opportunity Jail Road brick.
phr_ali91@hotmail.com Summary • Regional Market View • SA data shows overall regional market decline (-6.2%) due to the market leader’s negative performance. • MIE perceives the market as negative at their geographical level. • Brick-Level Analysis • Total 14 bricks analyzed for Amlodipine + Valsartan. • Only 5 bricks showed negative growth; the rest were positive. • Jail Road brick emerged as the highest-potential area with 40% growth. • Opportunity Identification • Despite overall regional negativity, Jail Road shows strong potential for brand expansion. • Pharmacy-Level Insights (Jail Road) • Total pharmacies: 24; brand availability in 11. • Retail channel contribution: 51%; brand share only 2.2% (units). • Within retail: 14 pharmacies; brand available in only 5. • Opportunity: expand availability from 5 → 14 pharmacies to capture untapped demand.
phr_ali91@hotmail.com Strategies Expansion Strategy • Increase Coverage: Add new bricks, pharmacies, and doctors not yet engaged. • Geographic Spread: Extend brand availability into uncovered regions/territories. • Channel Development: Enter chain pharmacies, hospitals, and vicinity outlets to broaden distribution. Penetration Strategy • Deepen Presence: Strengthen availability and visibility in existing pharmacies. • Doctor Conversion: Increase prescription share from current prescribers through targeted engagement. • Share Growth: Capture a higher proportion of sales within existing customer base (upselling, repeat prescriptions).
phr_ali91@hotmail.com Actionable Framework for MIEs Strategic Outcome • Strengthen presence in Jail Road high-potential brick. • Offset regional negative trend by capturing localized growth opportunities. • Position brand competitively against the key competition in a key territory. • Identify high-potential bricks from SA data. • Drill down to pharmacy level using PLD to check availability and channel contribution. • Sort sales flag-wise: retail, doctor-based, chain, hospital, or vicinity sales. • Recover Lost Share: Investigate prescribers in 2 lost-share outlets. • Expand Availability: Target top 3 of 9 untapped pharmacies immediately • Map prescribing doctors Use chemist feedback to identify key prescribers driving sales. • Develop targeted plans Build focused activities around newly identified doctors to unlock Jail Road’s 40% growth potential
phr_ali91@hotmail.com Closing By combining business concepts, real-world analysis (Internal Sales, SA bricks and pharmacy-level insights), and practical Excel tools, you can make smarter, data-driven decisions. This approach ensures you don’t just see the market as negative but identify hidden opportunities like we saw with Jail Road. That’s how we turn analysis into action.
phr_ali91@hotmail.com Skills & Traits Required in Sales • Sales Management • Disease & Product Knowledge • Communication • Territory Management (Bricks/territory, Region or Zone) • Sales Planning (Dr list & Profiling, SA & PLD - Tactical vs Strategic) • Sales Forecasting and Analysis • Customer Relationship Management • HCPs (Customer Insight Analysis) • Distributor (Bookers) • Chemist (Wholesalers, Retailers & Chain Pharmacy) • People Management • Emotional Intelligence • Team Collaboration • Skill/Will Matrix • Leadership and Motivation • Counseling, Coaching and Mentoring • Negotiation, Problem-Solving & Conflict Resolution • Performance Management • Hiring vs Firing (Team Retention Rate) • Succession planning • Strategic Management • Market Research • Budget Management • Forecasting • Leadership • Analytical Skills • Strategic planning & Execution
phr_ali91@hotmail.com Excel basics Formula For Salespersons • SUM • Growth Formula • Achievement % • AVERAGE • Share % • Filter and Sorting • Conditional Formatting • IF (For Incentive policy calculation) • PIVOT (For Data Analysis) • VLOOKUP (Match and retrieve relevant data across different sheets)
phr_ali91@hotmail.com

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Territory Deep Dive "From Brick to Business"

  • 1.
    Territory Deep Dive "FromBrick to Business" M.Ali Jehangir Pharm.D. & MBA Email: [email protected]
  • 2.
    [email protected] Sales Approach Ach% Growth %,Share % Per capita : National /Zonal vs Individual IAM / Sales Analyzer (SA) Total Bricks Champion Bricks Market Share loss less Market Share than Zone or National PLD- Pharmacy level Data Px Coverage, Channel wise Sales Champion Bricks Chemist (Monthly trend) Feedback of Rx and Track Doctor Based on Rx Doctor Profile KOL/EOL/KBL & Mass (GP, Phy, RMO, Reg, MO) Potential in terms of patients (Specialty) Prescriber or Purchaser No of Sitting Clinics vs Institutes Internal Sales ❖ Non-Prescriber : 0 Rx/Week ❖ Irregular Prescriber : 2-3 Rx/week ❖ Frequent Prescriber : 5-10 Rx/Week ❖ Brand of choice : >2-3 Rx/Day
  • 3.
    [email protected] IQVIA DATA Structure National Level ZoneRegion Territory Brick 2,748 Pharmacy 65000+ Rx Data 540 HCPs As defined by the company/client IMS Plus Constant by IQVIA Derived Market SA PLD MIP • IMS Plus or PKPI • SA= Sales Analyzer • PLD = Pharmacy Level Data • MIP= Medical Index of Pakistan Internal Sales • Distributor Sales (Retail & Wholesale) • Internal own brick (Mapped with MIE) • Pharmacies When a distributor invoices the same product to a retailer, the transaction is known as Secondary Sales Target Indication Targeted Customer specialty Customer Yield Retail Bricks = 2466 Wholesale Bricks = 282
  • 4.
    [email protected] Real-World Application • Disease:Hypertension • Market : C09D • Molecule : Amlodipine + Valsartan • Product : Product H • Region: Lahore • MIE: MIE 1 Note : The figures are simulated for training purposes and do not reflect real sales data
  • 5.
    [email protected] Internal Sales KPIs •Ach % → Achievement % vs target • Mature Product (Retail vs Wholesale) • New Products Sales per Capita : National /Zonal vs Individual • RUN Rate • Growth 1. GOLM 2. GOLQ (Growth over last Quarter) / QOQ (Quarter Over Quarter). 3. SPLY ( Same Period Last Year) is more point-in-time (e.g., YTD June 24 vs. YTD June 25 , or Q2 24 vs. Q2 25 or June 24 vs June 25) 1. GOLY YTD ( Growth over last year) 2. GOLY Monthly / GOSM ( Growth over same month over last year) 3. GOLY Quarter / GOSQ ( Growth over same quarter over last year) 4. YOY (Year Over Year) Mostly 12 months • Sales at different level • Distributor wise • Month wise • Zone, Region, MIE wise • Week wise • Day by Day wise • Chemist wise • Day by Day chemist wise • MIE share in Region and in Zone • MIE Share vs MIE Territory Potential (SA Potential , PLD Chemist Data (Count & Share) and No. of Drs) • Chemist Data • Chemist Count • Unique Chemist • Repeated Chemist • Loss of Chemist • Pocket Sales: >20 packs (especially critical in new products)
  • 6.
    [email protected] Internal – SalesData MIE BRAND S.M Base R.M/F.M Base Year Month Total Sum of Actual Total Sum of Target Ach% GOLM GOLQ GOLY June 25 YTD GOSM GOSQ Product H EAST LAHORE-1 2024-01 Jan 435 530 82.08 Product H EAST LAHORE-1 2024-02 Feb 345 530 65.09 -21% Product H EAST LAHORE-1 2024-03 Mar 260 560 46.43 -25% Product H EAST LAHORE-1 2024-04 Apr 386 530 72.83 48% Product H EAST LAHORE-1 2024-05 May 510 549 92.90 32% Product H EAST LAHORE-1 2024-06 Jun 433 580 74.66 -15% 28% Product H EAST LAHORE-1 2024-07 Jul 450 538 83.64 4% Product H EAST LAHORE-1 2024-08 Aug 343 534 64.23 -24% Product H EAST LAHORE-1 2024-09 Sep 300 528 56.82 -13% -18% Product H EAST LAHORE-1 2024-10 Oct 282 463 60.91 -6% Product H EAST LAHORE-1 2024-11 Nov 255 470 54.26 -10% Product H EAST LAHORE-1 2024-12 Dec 421 415 101.45 65% -12% Product H EAST LAHORE-1 2025-01 Jan 490 550 89.09 16% 13% Product H EAST LAHORE-1 2025-02 Feb 314 570 55.09 -36% -9% Product H EAST LAHORE-1 2025-03 Mar 328 592 55.41 4% 18% 26% 9% Product H EAST LAHORE-1 2025-04 Apr 386 622 62.06 18% 0% Product H EAST LAHORE-1 2025-05 May 383 652 58.74 -1% -25% Product H EAST LAHORE-1 2025-06 Jun 337 682 49.41 -12% -2% -6% -22% -17% Product H EAST LAHORE-1 Total YTD (Jan-Jun 25) 2,238 3,668 61%
  • 7.
    [email protected] Findings (Data Evidence) SuggestedProblems • Overdependence on a few “pockets” → temporary spikes but sharp drops after activity. • Stock push to meet targets without prescription-backed demand. • Lack of broad-based growth → natural demand missing. • Uncompliant practices: over-invoicing to select chemists. • End-of-quarter spikes indicate artificial sales. • Sustainability issue: short-term gains not translating into long-term performance. Action Recommendations • Map doctor/pocket contribution → if 70%+ sales come from few doctors, flag dependency risk. • Broaden base by engaging mid-tier doctors and additional pharmacies. • Track Rx audit vs. sales trend → sales growth must align with prescription and chemist count. • Ensure sustainability → post-activity sales should retain ≥70% of peak month. • Strengthen compliance checks with distributors/pharmacies to prevent manipulative practices.
  • 8.
  • 9.
  • 10.
    [email protected] Findings (Data Evidence) 1.Daily Sales Trend (June) • Sales are highly irregular, with big spikes on a few days (3rd, 10th, 17th, 24th). • Many days show near-zero sales, meaning sales are pocket/activity driven instead of natural demand flow. • Example: 68.6 units on June 17 vs 0.4 units on June 12 → shows dependency on concentrated pushes. • Risk: This pattern signals compliance concerns (bulk sales in short bursts rather than steady demand). 2. Chemist Count Trend (2024 vs 2025) • 2025 (blue line): Chemist count is higher but still fluctuates (between 46–67). • 2024 (orange line): Lower and steadily declining in mid-year, with recovery only in Q4. • Insight: While customer numbers improved in 2025, the sales irregularity shows that chemist are not buying consistently. Engagement is there but not translating into sustainable prescriptions.
  • 11.
    [email protected] Internal – Top20 Chemist Data Sales MIE Chemist Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Jan Feb Mar Apr May Jun Jul Total DR.SHAHZAD HANIF C/O RANDHAWA-035639-F. PUR RD FAZLIA CLY-LHR 100 100 100 100 50 50 500 100 100 600 DR.YASIR DASTGIR-014797-BIBI PAK DAMAN / GHARI SHAHU - 100 120 200 160 580 580 CLINIX CENTRAL WAREHOUSE (4 FR-008031-CLINIX - MULTAN ROAD - LHR 55.8 66 65.4 87 64.92 76.2 72.12487.44487.44 Shahbaz Medical Store-001759-PHOOL NAGAR [] 15 15 20 20 10 20 20 14 20 12 22 8 196 73 28 26 33 26 21 20 227 423 MOH-UD-DIN PHARMACY-001882-PHOOL NAGAR [] 16 20 30 10 25 10 20 10 141 70 15 30 5 10 5 10 145 286 GREEN PLUS PHARMACIE-010041-JAIL RD PIC HOSP - LHR [] 9 52 1 51 3 50 166 8 13 3 24 190 SAJJAD PHARMACY-001912-PHOOL NAGAR [] 6 2 4 4 33 3 52 100 6 10 10 10 136 188 DOCTOR S PHARMACIA-013062-FATIMA MEMORIAL HOSPITAL - SHA 101 2 1 2 2 108 2 2 2 6 114 NEW MAHMOOD PHARMACYCENTERALI-018472-NM PHARMACY-LHR[] 12.75 17.75 10 22.75 16 17.25 16.25112.75112.75 USAMA DRUG STORE-000663-MANGA MANDI[41821] 6 6 8 3 12 10 8 12 10 75 2 4 10 10 9 35 110 MUHAMMAD ARSHAD PHARMACY-002844-PHOOL NAGAR [] 5 11 6 6 11 3 6 4 5 57 9 8 6 3 14 3 43 100 WAQAS PHARMACY-003042-PHOOL NAGAR [] 4 5 12 5 6 3 10 7 7 6 65 4 4 5 3 3 11 5 35 100 AZHAR PHARMACY-002859-PHOOLNAGAR [] 3 3 2 2 4 6 5 8 6 6 5 11 61 5 8 5 8 3 6 35 96 BUKHARIPHARMACY-002806-PHOOL NAGAR [] 5 3 6 10 3 3 3 6 4 4 47 6 7 8 7 8 2 38 85 JAHANGIR PHARMACY PLUS-001619-MANGA MANDI [] 2 1 4 3 2 7 2 1 3 2 2 29 1 10 5 10 20 46 75 KARMAWALA MEDEX PHARMACY-001929-PHOOL NAGAR [] 4 1 6 4 3 3 7 5 5 3 4 45 5 3 2 2 8 4 24 69 IMTIAZ PHARMACY - IMTIAZ - SMC-036396-GULBERG - MAIN MARKET - LHR [ 6 15 -5 20 36 15 15 30 66 ASHRAF PHARMACY-002334-PHOOLNAGAR [] 3 3 1 4 2 2 1 3 4 8 31 6 4 2 12 2 5 2 33 64 GREEN PLUS PHARMACIE-010927-BIBI PAKDAMAN / GHARI SHAHU - 2 2 3 3 12 6 15 3 2 48 1 2 7 10 58 ZAMAN MEDICAL STORE-001107-PHOOL NAGAR [] 9 2 1 6 5 1 7 10 41 2 6 5 3 1 17 58
  • 12.
    [email protected] Findings (Data Evidence)-Chemistwise Sales • Total Chemists (1.5 years): 178 • Unique Chemists (till date): 178 (no repeat base expansion beyond this pool) • May → June Transition: 40 chemists repeated (stable base) • 27 new chemists added (expansion effort) • 21 old chemists lost (leakage of existing base) • This shows the MIE is continuously opening new outlets but struggling to retain old ones — customer stickiness is weak. • Pocket Sales Visibility (Greater than 20 packs)
  • 13.
    [email protected] Sales Analyzer KPIs •Sales Analyzer creates a custom market view by focusing on the top 20% competitors that drive 80% of sales (Pareto principle). It enables you to track performance, monitor competitor moves, and measure campaign impact with sharper, more targeted strategies • Tracking brick, territory, region, or zone performance against targeted competitors. • Quick identification of areas where we win or lose against specific brands • Used for planning doctor calls, pharmacy visits, and marketing activities while optimizing resources in high- impact territories • Prevents resource wastage on low-potential areas. • SA KPIs • Total Bricks • Champion Bricks analysis • Unit • Growth (at same geographical level) • Share (loss or gain) at Horizontal & Vertical level
  • 14.
    [email protected] SA at Regionlevel SA - YTD MAT 2025-APR NUMBER OF BRICKS - SUMMARY AMLO-VAL COMB MKT Product H MIE ID ZONE REGION TERRITORY Total Champion MS+ MS- Units GR% Units GR% MS% MS% LY MS+ - Remarks 5 - Records Selected 84 40 15 25 22,057,222 4.5 725,906 31.9 3.3 2.6 0.7Aggressive(Gained MS) 1,328,224 5.1 20,822 -7.3 1.6 1.8 -0.2Defensive(Lost MS) 7100805 EAST LHR-1 MIE 1 14 8 3 5 189,386 -6.2 3,542 -24.4 1.9 2.3 -0.5 Weak-Defensive (Lost MS) 7100901 EAST LHR-1 MIE 2 25 7 2 5 189,374 6.5 6,410 -12.1 3.4 4.1 -0.7 Strong-Defensive (Lost MS) 3000254 EAST LHR-1 MIE 3 7 6 2 4 328,366 17.7 1,683 -19.0 0.5 0.7 -0.2 Weak-Defensive (Lost MS) 3000255 EAST LHR-1 MIE 4 30 12 5 7 279,772 44.0 5,970 24.5 2.1 2.5 -0.3 Weak-Defensive (Lost MS) 7100906 EAST LHR-1 MIE 5 8 7 3 4 341,326 -17.0 3,217 -10.8 0.9 0.9 0.1 Weak-Aggressive (Gained MS) Competition 2 Competition 3 Competition 4 Units GR% MS% MS% LY MS+ - Remarks Units GR% MS% MS% LY MS+ - Remarks Units GR% MS% MS% LY MS+ - Remarks 3,681,958 21.6 16.7 14.3 2.3Aggressive(Gained MS) 2,227,366 -1.0 10.1 10.7 -0.6Defensive(Lost MS) 2,248,620 12.1 10.2 9.5 0.7Aggressive(Gained MS) 99,220 14.5 7.5 6.9 0.6Aggressive(Gained MS) 167,618 10.5 12.6 12.0 0.6Aggressive(Gained MS) 100,693 9.6 7.6 7.3 0.3Aggressive(Gained MS) 14,787 30.0 7.8 5.6 2.2 Weak-Aggressive (Gained MS) 24,123 -0.2 12.7 12.0 0.8 Strong-Aggressive (Gained MS) 12,963 4.4 6.8 6.1 0.7 Weak-Aggressive (Gained MS) 14,723 14.0 7.8 7.3 0.5 Weak-Aggressive (Gained MS) 26,283 12.1 13.9 13.2 0.7 Strong-Aggressive (Gained MS) 17,181 -7.5 9.1 10.4 -1.4 Weak-Defensive (Lost MS) 28,368 21.8 8.6 8.3 0.3 Weak-Aggressive (Gained MS) 50,830 12.3 15.5 16.2 -0.7 Strong-Defensive (Lost MS) 33,173 18.2 10.1 10.1 0.0 Weak-Aggressive (Gained MS) 14,199 6.7 5.1 6.9 -1.8 Weak-Defensive (Lost MS) 22,857 18.0 8.2 10.0 -1.8 Weak-Defensive (Lost MS) 17,208 31.2 6.2 6.7 -0.6 Weak-Defensive (Lost MS) 27,143 5.2 8.0 6.3 1.7 Weak-Aggressive (Gained MS) 43,525 10.3 12.8 9.6 3.2 Strong-Aggressive (Gained MS) 20,168 2.1 5.9 4.8 1.1 Weak-Aggressive (Gained MS)
  • 15.
    [email protected] SA at MIElevel BRICKs SUMMARY MAT BASIS UNITS SA - YTD MAT 2025-APR AMLO-VAL COMB MKT Product H MIE ID ZONE REGION TERRITORY IMS BRICKS FLAG POTENTI AL Units GR% Units GR% MS% MS% LY MS+ - 14 - Bricks Selected NATIONAL LEVEL 22,057,222 4.5 725,906 31.9 3.3 2.6 0.7 SELECTED TOTAL 189,386 -6.2 3,542 -24.4 1.9 2.3 -0.5 7100805 EAST LHR-1 MIE 1 4131 JAIL ROAD R HIGH 38,048 40.8 1,032 -56.6 2.7 8.8 -6.1 7100805 EAST LHR-1 MIE 1 4127 GULBERG R HIGH 37,043 11.3 234 151.6 0.6 0.3 0.4 7100805 EAST LHR-1 MIE 1 4123 GHARI SHAHU R HIGH 26,779 -8.4 580 59.8 2.2 1.2 0.9 7100805 EAST LHR-1 MIE 1 4328 PHOOL NAGAR R HIGH 26,432 -53.3 1,215 20.5 4.6 1.8 2.8 7100805 EAST LHR-1 MIE 1 4337 MANGA MANDI R HIGH 14,727 30.0 221 -37.0 1.5 3.1 -1.6 7100805 EAST LHR-1 MIE 1 4117 DHARAMPURA R HIGH 13,159 6.1 148 -29.5 1.1 1.7 -0.6 7100805 EAST LHR-1 MIE 1 4555 SERVICES/PIC/MENTAL HOSPITAL-VICINITY R HIGH 12,261 9.0 41 0.0 0.3 0.4 0.0 7100805 EAST LHR-1 MIE 1 4180 SHADMAN R HIGH 9,984 -16.5 18 -91.4 0.2 1.8 -1.6 7100805 EAST LHR-1 MIE 1 4568 CANTT CAVALLERY GROUND R LOW 4,507 36.3 24 200.0 0.5 0.2 0.3 7100805 EAST LHR-1 MIE 1 4582 MACCA COLONY GULBERG R LOW 2,459 12.2 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 MIE 1 4196 FATIMA MEMORIAL HOSPITAL - LAH R LOW 2,329 56.7 2 -60.0 0.1 0.3 -0.3 7100805 EAST LHR-1 MIE 1 4567 ZAFAR ALI ROAD R LOW 1,299 -6.3 27 50.0 2.1 1.3 0.8 7100805 EAST LHR-1 MIE 1 4559 BIBI PAK DAMAN R LOW 329 -18.6 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 MIE 1 4178 SERVICES HOSPITAL AREA R LOW 30 2,900.0 0.0 0.0 0.0 0.0
  • 16.
    [email protected] SA Competition atMIE Level Competition 2 Competition 3 Competition 4 Market Leader Competition 1 Units GR% MS% MS% LY MS+ - Units GR% MS% MS% LY MS+ - Units GR% MS% MS% LY MS+ - Units GR% MS% MS% LY MS+ - 3,681,958 21.6 16.7 14.3 2.3 2,227,366 -1.0 10.1 10.7 -0.6 2,248,620 12.1 10.2 9.5 0.7 9,460,694 -2.8 42.9 46.1 -3.2 14,787 30.0 7.8 5.6 2.2 24,123 -0.2 12.7 12.0 0.8 12,963 4.4 6.8 6.1 0.7 108,061 -10.1 57.1 59.5 -2.5 2,159 -9.4 5.7 8.8 -3.1 4,019 -5.2 10.6 15.7 -5.1 3,140 36.7 8.3 8.5 -0.2 21,666 138.2 56.9 33.7 23.3 2,902 46.2 7.8 6.0 1.9 4,311 2.6 11.6 12.6 -1.0 2,519 -30.1 6.8 10.8 -4.0 21,914 13.1 59.2 58.2 0.9 5,155 42.0 19.3 12.4 6.8 6,506 7.3 24.3 20.7 3.6 2,779 -9.2 10.4 10.5 -0.1 8,955 -34.1 33.4 46.5 -13.0 468 9.9 1.8 0.8 1.0 1,118 -2.5 4.2 2.0 2.2 412 6.2 1.6 0.7 0.9 18,965 -61.4 71.8 86.7 -15.0 438 10.1 3.0 3.5 -0.5 740 21.1 5.0 5.4 -0.4 302 -10.4 2.1 3.0 -0.9 10,673 54.5 72.5 61.0 11.5 1,451 65.5 11.0 7.1 4.0 1,609 -8.6 12.2 14.2 -2.0 2,534 45.3 19.3 14.1 5.2 6,625 -3.7 50.3 55.5 -5.1 874 13.5 7.1 6.8 0.3 1,981 1.0 16.2 17.4 -1.3 364 14.5 3.0 2.8 0.1 7,255 18.6 59.2 54.4 4.8 833 38.1 8.3 5.0 3.3 1,977 -5.8 19.8 17.5 2.3 348 32.3 3.5 2.2 1.3 5,651 38.6 56.6 34.1 22.5 244 22.6 5.4 6.0 -0.6 838 1.3 18.6 25.0 -6.4 337 99.4 7.5 5.1 2.4 2,450 42.9 54.4 51.9 2.5 136 91.5 5.5 3.2 2.3 377 -8.3 15.3 18.8 -3.4 59 -41.6 2.4 4.6 -2.2 1,615 9.9 65.7 67.0 -1.4 127 323.3 5.5 2.0 3.4 351 0.0 15.1 23.6 -8.5 63 61.5 2.7 2.6 0.1 1,388 38.4 59.6 67.5 -7.9 0.0 0.0 0.1 -0.1 296 -41.7 22.8 36.7 -13.9 75 4.2 5.8 5.2 0.6 678 17.3 52.2 41.7 10.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 31 14.8 9.4 6.7 2.7 226 -30.5 68.7 80.4 -11.8 0.0 0.0 0.0 0.0 0.0 0.0 100.0 - 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
  • 17.
    [email protected] Findings (Data Evidence) •To analyze this, we reviewed how the MIE is performing within the region using SA data. • At the MIE level, the market showed negative growth primarily because the market leader declined, which pulled down overall performance. This is why the MIE perceives the market as negative, showing a -6.2% decline. • However, when we drilled down to the brick level for that particular MIE in Amlodipine + Valsartan market, we found 14 bricks in total. Out of these, only 5 showed negative growth, while the rest were positive. • Notably, the highest-potential brick, Jail Road, recorded 40% growth, highlighting a strong opportunity. • This analysis identifies Jail Road as a key opportunity area with 40% growth potential. The next step is to further evaluate this brick using PLD data.
  • 18.
    [email protected] Pharmacy Level DataKPIs • Use SA to identify high-potential bricks and select key chemists within them from PLD. During pharmacy visits, inquire about the main prescribers driving sales in the specific molecule to identify new potential doctors for targeted engagement. • Sort sales flag-wise to assess whether growth originates from retail, doctor-based outlets, chain pharmacies (general sales), or hospitals and their vicinities • Market at TC3–TC4 level compared with own brand performance, with no direct competition • PLD KPIs • Channels / Flags (7 Flags) • Contribution or Share Flag/Channels wise • Champion Bricks Chemist • Pharmacy Coverage • Opportunity • No of Chemist where sales is zero • No of Chemist where growth is negative • Pharmacy feedback of Dr Rx Channel Wise Segments • R: Retail • W: Wholesale • H: Hospital • V: Vicinity • D: Doctors • C: Chain • E: Electronic
  • 19.
    [email protected] PLD at ChampionBrick Level –Jail Road BRICK FLAG Universe OUTLET Marekt Units % Share # of Px Market % Px CVGE Product H Units % Share of Product H # of Px Outlet % Px CVGE 4131 - JAIL ROAD C 1 13,263 20.14% 1 100% 244 1.84% 1 100% 4131 - JAIL ROAD D 1 4,718 7.16% 1 100% 2 0.04% 1 100% 4131 - JAIL ROAD H 8 13,196 20.03% 7 88% 39 0.30% 4 50% 4131 - JAIL ROAD R 15 33,691 51.15% 14 93% 747 2.22% 5 33% 4131 - JAIL ROAD V 1 1,001 1.52% 1 100% 0.00% 0% 4131 - JAIL ROAD Total 26 65,869 21.65% 24 92% 1,032 1.57% 11 42%
  • 20.
    [email protected] PLD Jail Road PLD- Pharmacy Level Data Outlet Level Analysis - Units & Value - MAT- MTH - Apr-2025 C09D3 - AT2 ANTG COMB CALC ANTAG Product H MIE ID ZONE REGI ON TERRITORY BRICK FLA G OUTLET UNITS Gr% UNITS Gr% MS% MS% (LY) MS DIF NATIONAL Total number of Pharmacies - 63422 36,579,50 0 8.9 725,922 31.9 2.0 1.6 0.3 SELECTED TOTAL Total number of Selected Pharmacies - 24 65,869 23.9 1,032 -56.6 1.6 4.5 -2.9 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R NEW MEHMOOD PHARMACY/OPP: SERVICES HOSPITAL JAIL ROAD SHADMAN/LAHORE/LAHORE [136680] 22,687 101.0 705 4.8 3.1 6.0 -2.9 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD C GREEN PLUS PHARMACY/ZAFAR ALI ROAD GULBERG JAIL ROAD/LAHORE/LAHORE [151668] 13,263 -11.7 244 -84.9 1.8 10.8 -8.9 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD D DOCTOR - JAIL ROAD LAHORE [123269] 4,718 17.7 2 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H CARDIAC CARE & CARDEX HOSP [507391] 3,794 -0.6 20 -76.2 0.5 2.2 -1.7 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H RAZA MEDICAL COMPLEX & PHARMACY [511250] 3,769 -15.7 10 0.0 0.3 0.0 0.3 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H DIABETIC INSTITUTE [511173] 2,980 -53.0 8 0.0 0.3 0.0 0.3 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R CHUGHTAI M.S/10 JAIL ROAD/LAHORE/LAHORE [187447] 1,926 429.1 18 1700.0 0.9 0.3 0.7 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R DIP M.S/JAIL ROAD/LAHORE [048105] 3,032 316.5 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R NEW RANA PHARMACY/MEHMOOD PLAZA JAIL ROAD/LAHORE/LAHORE [212180] 1,985 169.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H UMAR HOSPITAL [503418] 1,000 22.0 1 0.0 0.1 0.0 0.1 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD V USMAN BROS.MEDICAL STORE/OPP:SEVICES HOSPITAL JAIL ROAD/LAHORE/LAHORE [032138] 1,001 20.3 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R NEW PAK M.S/JAIL ROAD/LAHORE [111281] 1,056 -2.5 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H AMMAR MEDICAL COMPLEX [500425] 926 37.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R SERVMED PHARMACY/MAIN GULBERG INSIDE PUNJAB MED CENTRE/LAHORE/LAHORE [036400] 589 507.2 1 0.0 0.2 0.0 0.2 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R AKRAM BROTHER M.S/JAIL ROAD OPP: SERVICE HOSPITAL/LAHORE/LAHORE [111282] 858 6.8 20 0.0 2.3 0.0 2.3 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H MID CITY HOSPITAL [512675] 707 204.7 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R BILAL & CO. PHARMACY/S-77 R-71 JAIL ROAD/LAHORE/LAHORE [176392] 602 60.1 3 -25.0 0.5 1.1 -0.6 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R K RAZA PHARMACY/G-2-2-A SHADMAN COLONY 11 JAIL ROAD/LAHORE/LAHORE [044513] 402 -13.9 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R M & M ENTERPRISES/15-B SHADMAN 11 O.M.C JAIL ROAD/LAHORE/LAHORE [161583] 272 -1.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R METRO PHARMACY/SHOP NO.1 A BUILD. NUMBER 73 TAJ ARCADE JAIL ROAD/LAHORE/LAHORE [197527] 89 34.8 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R ANAM M.S/JAIL ROAD/RACE COURSE/LAHORE [019244] 91 911.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R THE LIFE CARE/FLATE NO. 1 JAIL ROAD/LAHORE/LAHORE [165082] 78 -29.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R ONCOMED PHARMACY/CHOHAN TOWER 16 SHADMAN JAIL ROAD/LAHORE/LAHORE [210271] 24 0.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H AKRAM MEDICAL COMPLEX [500424] 20 0.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD H LIVER CLINIC [508032] - -100.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr. 4131 - JAIL ROAD R TRI-STAR PHARMACY/MEHMOOD PLAZA 2-A JAIL ROAD NEAR PUNJAB CARDIOLOGY/LAHORE/LAHORE [194303] - -100.0 - 0.0 0.0 0.0 0.0
  • 21.
    [email protected] PLD - PharmacyLevel Data LODOPIN-V Outlet Level Analysis - Units & Value - MAT- MTH - Apr-2025 C09D3 - AT2 ANTG COMB CALC ANTAG Product H MIE ID ZONE REGION TERRITORY BRICK FLAG OUTLET Pot. UNITS Gr% UNITS Gr% MS% MS% (LY) MS DIF REMARKS No. Of Px. NATIONAL Total number of Pharmacies - 63422 36,579,5 00 8.9 725,922 31.9 2.0 1.6 0.3 AGGRESSIVE SELECTED TOTAL Total number of Selected Pharmacies - 14 33,691 99.5 747 10.2 2.2 4.0 -1.8 DEFENSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R NEW MEHMOOD PHARMACY/OPP: SERVICES HOSPITAL JAIL ROAD SHADMAN/LAHORE/LAHORE [136680] D01 22,687 101.0 705 4.8 3.1 6.0 -2.9 STRONG - DEFENSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R CHUGHTAI M.S/10 JAIL ROAD/LAHORE/LAHORE [187447] D08 1,926 429.1 18 1700.0 0.9 0.3 0.7 WEAK - AGGRESSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R DIP M.S/JAIL ROAD/LAHORE [048105] D07 3,032 316.5 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R NEW RANA PHARMACY/MEHMOOD PLAZA JAIL ROAD/LAHORE/LAHORE [212180] D10 1,985 169.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R NEW PAK M.S/JAIL ROAD/LAHORE [111281] D07 1,056 -2.5 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R SERVMED PHARMACY/MAIN GULBERG INSIDE PUNJAB MED CENTRE/LAHORE/LAHORE [036400] D08 589 507.2 1 0.0 0.2 0.0 0.2 WEAK - DEFENSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R AKRAM BROTHER M.S/JAIL ROAD OPP: SERVICE HOSPITAL/LAHORE/LAHORE [111282] D06 858 6.8 20 0.0 2.3 0.0 2.3 STRONG - DEFENSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R BILAL & CO. PHARMACY/S-77 R-71 JAIL ROAD/LAHORE/LAHORE [176392] D09 602 60.1 3 -25.0 0.5 1.1 -0.6 WEAK - DEFENSIVE 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R K RAZA PHARMACY/G-2-2-A SHADMAN COLONY 11 JAIL ROAD/LAHORE/LAHORE [044513] D10 402 -13.9 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R M & M ENTERPRISES/15-B SHADMAN 11 O.M.C JAIL ROAD/LAHORE/LAHORE [161583] D07 272 -1.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R METRO PHARMACY/SHOP NO.1 A BUILD. NUMBER 73 TAJ ARCADE JAIL ROAD/LAHORE/LAHORE [197527] D10 89 34.8 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R ANAM M.S/JAIL ROAD/RACE COURSE/LAHORE [019244] D10 91 911.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R THE LIFE CARE/FLATE NO. 1 JAIL ROAD/LAHORE/LAHORE [165082] D10 78 -29.1 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R ONCOMED PHARMACY/CHOHAN TOWER 16 SHADMAN JAIL ROAD/LAHORE/LAHORE [210271] D10 24 0.0 - 0.0 0.0 0.0 0.0 7100805 EAST LHR-1 M. NAWAZ-Sr.4131 - JAIL ROAD R TRI-STAR PHARMACY/MEHMOOD PLAZA 2-A JAIL ROAD NEAR PUNJAB CARDIOLOGY/LAHORE/LAHORE [194303] D08 - -100.0 - 0.0 0.0 0.0 0.0 PLD Jail Road – Retail Channel Only
  • 22.
    [email protected] Findings (Data Evidence) •On Jail Road, there are a total of 24 pharmacies, and our brand is available in 11 of them. • When we analyzed the Jail Road brick through PLD data, we found that the retail channel contributes 51%, where our brand holds only a 2.2% unit-wise share at the retail level. Within this retail channel, there are 14 pharmacies, but our brand is available in only 5. • This presents a clear opportunity: by expanding availability from 5 to all 14 retail pharmacies, we can capture additional demand and identify which doctors’ prescriptions are driving sales. The 9 pharmacies where we are not present represent untapped potential. • In addition, within the 5 pharmacies where we are already available, we have lost share in 2. The next step is to investigate which doctors’ prescriptions have slowed down in those outlets. • For further growth, we should focus on the top 3 pharmacies (out of the 9 where we are not yet available), identify the key prescribing doctors by taking chemist feedback, and build an engagement plan around them. • This approach will allow us to regain lost share and unlock the full growth potential of the high-opportunity Jail Road brick.
  • 23.
    [email protected] Summary • Regional MarketView • SA data shows overall regional market decline (-6.2%) due to the market leader’s negative performance. • MIE perceives the market as negative at their geographical level. • Brick-Level Analysis • Total 14 bricks analyzed for Amlodipine + Valsartan. • Only 5 bricks showed negative growth; the rest were positive. • Jail Road brick emerged as the highest-potential area with 40% growth. • Opportunity Identification • Despite overall regional negativity, Jail Road shows strong potential for brand expansion. • Pharmacy-Level Insights (Jail Road) • Total pharmacies: 24; brand availability in 11. • Retail channel contribution: 51%; brand share only 2.2% (units). • Within retail: 14 pharmacies; brand available in only 5. • Opportunity: expand availability from 5 → 14 pharmacies to capture untapped demand.
  • 24.
    [email protected] Strategies Expansion Strategy • IncreaseCoverage: Add new bricks, pharmacies, and doctors not yet engaged. • Geographic Spread: Extend brand availability into uncovered regions/territories. • Channel Development: Enter chain pharmacies, hospitals, and vicinity outlets to broaden distribution. Penetration Strategy • Deepen Presence: Strengthen availability and visibility in existing pharmacies. • Doctor Conversion: Increase prescription share from current prescribers through targeted engagement. • Share Growth: Capture a higher proportion of sales within existing customer base (upselling, repeat prescriptions).
  • 25.
    [email protected] Actionable Framework forMIEs Strategic Outcome • Strengthen presence in Jail Road high-potential brick. • Offset regional negative trend by capturing localized growth opportunities. • Position brand competitively against the key competition in a key territory. • Identify high-potential bricks from SA data. • Drill down to pharmacy level using PLD to check availability and channel contribution. • Sort sales flag-wise: retail, doctor-based, chain, hospital, or vicinity sales. • Recover Lost Share: Investigate prescribers in 2 lost-share outlets. • Expand Availability: Target top 3 of 9 untapped pharmacies immediately • Map prescribing doctors Use chemist feedback to identify key prescribers driving sales. • Develop targeted plans Build focused activities around newly identified doctors to unlock Jail Road’s 40% growth potential
  • 26.
    [email protected] Closing By combining businessconcepts, real-world analysis (Internal Sales, SA bricks and pharmacy-level insights), and practical Excel tools, you can make smarter, data-driven decisions. This approach ensures you don’t just see the market as negative but identify hidden opportunities like we saw with Jail Road. That’s how we turn analysis into action.
  • 27.
    [email protected] Skills & TraitsRequired in Sales • Sales Management • Disease & Product Knowledge • Communication • Territory Management (Bricks/territory, Region or Zone) • Sales Planning (Dr list & Profiling, SA & PLD - Tactical vs Strategic) • Sales Forecasting and Analysis • Customer Relationship Management • HCPs (Customer Insight Analysis) • Distributor (Bookers) • Chemist (Wholesalers, Retailers & Chain Pharmacy) • People Management • Emotional Intelligence • Team Collaboration • Skill/Will Matrix • Leadership and Motivation • Counseling, Coaching and Mentoring • Negotiation, Problem-Solving & Conflict Resolution • Performance Management • Hiring vs Firing (Team Retention Rate) • Succession planning • Strategic Management • Market Research • Budget Management • Forecasting • Leadership • Analytical Skills • Strategic planning & Execution
  • 28.
    [email protected] Excel basics FormulaFor Salespersons • SUM • Growth Formula • Achievement % • AVERAGE • Share % • Filter and Sorting • Conditional Formatting • IF (For Incentive policy calculation) • PIVOT (For Data Analysis) • VLOOKUP (Match and retrieve relevant data across different sheets)
  • 29.